Neuromarketing and Language: How words shape perception and buying decisions

In the world of marketing and branding, understanding how the human brain perceives and interprets stimuli is crucial. Consumer Neuroscience, which studies consumer behavior through neuroscience and cognitive psychology, provides incredible insights into how language can influence our perceptions. A recent study by Bastien Boutonnet and Gary Lupyan, titled "Words Jump-Start Vision: A Label Advantage in Object Recognition" (Journal of Neuroscience, 2015), has demonstrated how language can alter visual perception from the earliest stages of neural processing.

The Study by Boutonnet and Lupyan: Methodology and Findings

Boutonnet and Lupyan conducted a visual recognition experiment involving 14 native English-speaking participants. The objective was to test whether hearing an object's name (e.g., "dog") would enhance visual recognition more than hearing an associated nonverbal sound (e.g., a bark).

Experiment Methodology

1. Participants and Stimuli:

• 14 monolingual English-speaking participants.
• 50 images of objects from 10 categories (e.g., dog, car, frog, train, gun, motorcycle, etc.).
• Each category was represented by five different images, including photographs, illustrations, and stylized versions.
• Auditory stimuli: recorded words and specific environmental sounds (e.g., a bark for a dog, a whistle for a train, etc.).

2. Experiment Phases:

• Participants heard a verbal label (e.g., "dog") or a corresponding environmental sound (e.g., a bark).
• After a 1-second delay, an image was displayed, and the participant had to indicate as quickly as possible whether the image matched the word/sound they had heard.
• 50% of the trials were congruent (the word matched the image), and 50% were incongruent (the word and image did not match).

3. EEG Recording and Data Analysis:

• Brain activity was recorded using EEG (electroencephalography) with 64 electrodes placed on the participants' heads.
• The study analyzed event-related potentials (ERPs), electrical signals generated by the brain in response to specific stimuli. ERPs are crucial for understanding the timing and intensity of neural processing, allowing researchers to measure how and when the brain reacts to stimuli.

Two key ERP components analyzed:

• ?P1: A signal that emerges within 100 milliseconds of visual stimulus presentation, reflecting early perceptual processing.
• ?N400: An ERP component associated with semantic integration, used to determine if the brain perceives inconsistencies between a stimulus and its context.

Key Findings and Practical Implications

• Label Advantage: Participants recognized images more quickly when preceded by their verbal label rather than an equivalent nonverbal sound.
• P1 Signal Modulation: EEG results showed that the P1 component was significantly larger when an image was preceded by a verbal label, indicating enhanced early perceptual processing. This suggests that language can automatically activate visual categories, improving object recognition efficiency.
• Effect Specific to Words: The effect occurred only for verbal labels and not for environmental sounds, demonstrating that language uniquely impacts visual perception.
• No Difference in N400: The absence of significant differences in the N400 component indicated that both stimulus types were semantically equivalent, confirming that the observed effect occurred at the level of visual perception rather than conceptual processing.

These findings are fundamental for neuromarketing and consumer behavior, as they demonstrate that language actively shapes perception. In marketing, selecting the right words for a product is not just a matter of branding—it can directly influence how consumers perceive it.

Exclusive Interview with Paolo Borzacchiello ??

It is an honor to host Paolo Borzacchiello, one of the leading experts in linguistic intelligence applied to business. As the author of bestsellers such as La Parola Magica and Bada a come parli, Paolo has revolutionized the way we understand communication through Human Connections Engineering (HCE)—an innovative methodology that combines neuroscience, linguistics, and psychology to optimize human interactions. He has worked with industry leaders such as Google, Coca Cola, and Luxottica, applying the power of language to maximize the effectiveness of branding and marketing messages.

Paolo, some questions for you:

The research by Boutonnet and Lupyan shows that words influence visual perception from the very first milliseconds. In your work, how can linguistic intelligence enhance this effect in marketing and branding strategies?

In many different ways: I always start by asking the person who comes to me what kind of emotions they want to evoke in their clients. Then, I select a series of words and phrases that can “contain” the clients’ thoughts within very specific “circles.” Every word, in fact, is consciously or unconsciously connected to other words: the more coherent words you use, the easier it is to stimulate specific thoughts in the listener. This is called “frame evocation,” and it can be incredibly helpful or cause significant damage. Using just one word or phrase that “belongs” to someone else can shift the listener’s or reader’s attention in the opposite direction of the intended message.

You have often discussed how certain words have a more powerful impact than others. Are there universal rules for selecting words that improve persuasion and message memorability in advertising?

There is only one rule: ask yourself, “How do I want my customer to feel?” Everything else follows from the answer to this question. For every type of emotion you want your customer to experience, there is a specific chemical mix present in our bodies—and this chemical mix can also be triggered by words and phrases.

This idea has universal significance. All over the world, for example, positive and pleasant emotional states are always associated with metaphors related to height: feeling “on top of the world,” “sky-high mood,” “rising to the occasion,” feeling “uplifted,” experiencing “relief”… all the way to “Red Bull gives you wings.” In every culture, “up” is good, and “down” is less good.”

The same applies to other words and metaphors: “close” is universally associated with affection, solidarity, and empathy, while “far” works in the opposite way. Understanding these universal linguistic rules can provide incredibly powerful tools for those working in branding and marketing.

Neuromarketing aims to scientifically measure the effect of language on consumers. What tools and methodologies do you find most effective for testing the real impact of communication?

Beyond, of course, all the methodologies used in controlled environments, like the ones you mentioned, I take a very old-school approach: conversions.

The world of marketing—especially social media marketing, but also political marketing—is intoxicated by KPIs and metrics that no longer make sense. Take the influencer industry, for example: there are still companies pouring massive amounts of money into it without seeing any real returns. Or consider politics, from the last elections in Italy to the more recent ones in the U.S., all driven by carefully chosen frames and perfectly crafted linguistic strategies. Some might frown upon these tactics, but they deliver results for the selected target audience. Conversions. Votes. That’s how I measure everything. Do you remember the public statements against Giorgia Meloni made by Chiara Ferragni and all the top influencers who followed suit? Millions and millions of followers reached by those messages. Result? Zero. With my clients, I focus on conversions—whether it’s products sold or votes won. Everything else? Just smoke and mirrors.

With HCE, you have developed a scientific method to optimize human interactions. What are the most innovative applications you have seen in business and marketing?

With HCE, we have changed the paradigm: there is no longer a single “right phrase” for a sales pitch, but rather the right phrase depending—for example—on the environment in which it is delivered.

We have studied the neurophysiological impact that countless variables have on the human brain in terms of perception: from colors to shapes, materials, clothing, and even the aforementioned chemical combinations. Based on this, we have developed linguistic and behavioral frameworks tailored not only to each specific context but also to the exact outcome one aims to achieve.

We have simplified this work into structured frameworks and tables, making it relatively easy to apply in practice. However, it does require some study and effort. In other words, it’s quite the opposite of the usual pre-packaged modelsoffered by many so-called experts.

But, as you know and often write, science and knowledge make both man—and business—truly free.

Looking to the future, how do you see the integration of linguistic intelligence and neuroscience evolving in communication? What new frontiers should companies explore?

Perception: For the brain, everything is real—even if it’s not true—and the perception of reality is reality. There is no boundary (there never really was) between packaging and product; the painting is the frame, the clothes do make the monk, and a wine label becomes the taste of the wine.

Visionary companies will invest in 360-degree perception studies… and, of course, in human interactions.

Conclusion

Words are not just tools for communication; they are powerful activators of perception and decision-making. Conducting neuromarketing and consumer behavior research allows businesses to scientifically measure the impact of language on consumer perception. This enables them to identify the most effective words for building persuasive messages, strengthening brand identity, and enhancing the consumer experience.

Understanding these mechanisms offers extraordinary opportunities for communication professionals, allowing them to craft messages that do not just inform but transform consumer perception.